Art directors are taking a greater role in defining and executing a brand's look and image

Article Abstract:

As visual design becomes an increasingly important part of message communication, marketing and advertising companies are contracting out to art design firms on many projects. Design consultants influence not only product advertising and marketing, but the actual visual appearance of product brands via logo and packaging design. Many new art design firms are forming in New York City and those already established are growing rapidly.

Use of services, Marketing procedures, Process, Physical Distribution, and Logistics Consulting Services, Advertising, not elsewhere classified, Advertising Services NEC, Other Services Related to Advertising, Management consulting services, Marketing Consulting Services, Packaging, Design/Copy, Services, Advertising services, Marketing industry, Business consultants, Management consultants, Design services

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Dewar's pushes image of free spirits to lure young drinkers and revive sagging Scotch sales

Article Abstract:

Bacardi-Martini has budgeted $20 mil to promote its Dewar's Scotch whiskey. The ads, created by Avrett, Free & Ginsberg, associate young people with the brand. One campaign, updates the 'Dewar's Profiles' ad series, last run in 1993. The second campaign, shows the kilt-attired Dewar's Highlander pursuing various activities. In one image, the character is posed for a round of martial arts.

Distilled and blended liquors, Distilleries, Scotch, Advertising, Scotch whiskey, Liquor industry, Avrett, Free and Ginsberg Advertising Inc., Bacardi-Martini USA

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